How to Make an Impact in the Online Business World

Today, I want to recommend a new book by my friend, Chris Brogan.

(Chris has been a longtime supporter of TMN… see his guest post from way back.)

His new book is called The Impact Equation and it is being released this week.

In it, Chris and his co-author Julien Smith, spell out their equation to create impact into today’s business world.

A Formula for Impact in the Online World

Many people would expect a book from Chris Brogan to be about social media. (After all, his blog is one of the top-rated on the internet.)

However, as Chris and Julien are quick to point out, this book is not about social media.

Rather, it is about running a business in this new world of interconnectedness.

It is about the new opportunities that our infinitely-connected world now presents and how to leverage them.

It is not a tools book.

It is a strategy book. It is a marketing book.

And it is a book about making things happen in today’s Internet environment.

Their main thesis is that Impact in the online world can be defined as:

Impact = C x (R + E + A + T + E)


C = Contrast, R = Reach, E = Exposure, A = Articulation, T = Trust, and E = Echo

It’s a succinct lens which is used to examine many of the examples presented.

Telling Stories

Chris and Julien make most of their points through the various stories they tell. The book is very narrative and most of the lessons are told via stories.

From Pokemon to deadmau5 to Paule Coelho to Rebecca Black, many current world examples will make you think (and scratch your head) about just how the world has changed.

Some of my favorite lessons and quotes:

Ideas – The new online world has forever shifted power in the business world. Ideas are the new currency, and the barrier to entry in starting a business is almost zero.

“Do the hard part now in order to reap the rewards later.”

Platform – Anyone can have a platform. However, very few people are building their brand platform. The online world is like the Wild Wild West. It will be claimed by those that are bold and get there first.

“Starting now is key.”

Writing – Surprisingly, writing is one of the key skills that is needed online. And it is one that many people do not have. Start honing your ability to express yourself.

“Most of us are sitting around, passively consuming content instead of creating it.

Network – The online world has forever changed how we network. I couldn’t agree more. I network daily with people all around the globe. And while technology has forever changed how we do this, Chris and Julien delve into how the human side of the interaction is still the most important part.

These were of the lessons that resonated with me. However, I am only scratching the surface of the material presented.

Business Has Changed, Have You?

Chris and Julien continue what they started in their first book (Trust Agents).

They are serving as scouts and guides in the new frontier of online business. A new landscape, that will not be defined by resources and revenue, but by your platform and reach.

If you are trying to make things happen and have an impact in the new online world, then this is a must read.

I highly recommend you pick up a copy of The Impact Equation by Chris Brogan and Julien Smith.

It will absolutely have an impact on you.

3 thoughts on “How to Make an Impact in the Online Business World

  1. I’m a little more than halfway through this book, and I love that it’s conceptual and strategic, rather than a ‘tools’ book. I don’t think we need any more of those.

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